“AM Workshops alone were worth the price of the entire ticket!”

– 2017 Digital Summit attendee

Day 1 Wednesday, October 03

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop

Shana Sullivan, Vertical Measures

Content marketing is no longer a trend, or some newfangled strategy; it’s an important part of digital marketing that is here to stay. As more of your competitors adopt content marketing, the race is on to show prospective buyers that you are the best source to answer their questions and help them make decisions. Potential customers reward companies that provide them with honest and helpful content at each stage of their customer journey. This workshop will hone in on the importance of content coverage across all stages of the customer journey – Awareness, Consideration, Decision and Advocacy. And, how you can outperform your competitors by accurately aligning content to your audience’s questions, problems and goals at each stage of the journey. By doing this, you’ll be able to determine your return on investment (ROI) and attach value to your audience as a business asset.

At the end of this workshop, you’ll be able to:

Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey

Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond

Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey

Use content marketing as a business asset and create revenue with your audience

An interactive workbook will help you follow along and give you a place for your notes as well as a framework for interactive exercises we will do throughout the presentation. We will also provide tools, tips and templates to help you with strategy, ideation and amplification.

This workshop will set you on a successful path to effective digital marketing and give you tools and references to complete the interactive workbook that will guide you through your continuing efforts.

Winning at SEO in 2018

AM Workshop

Janet Driscoll Miller, Marketing Mojo

This year marks a major shift in how Google will index websites as the Mobile-First Index begins rolling out. What does it all mean for your organization and its website? Where should you prioritize your resources and efforts? In this half day workshop, you’ll be guided through how to adjust for the Mobile-First Index and other tactics to ensure increased indexability, rankings and visibility to attract your prospects.

You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises and personalize the information you learn to your company or brand.

45 Tactics to Take Your Email from Zero to Hero

AM Workshop

Michael Barber, Godfrey

Email isn’t the sexiest marketing topic, nor is it the most fun, but if done well it can lead to the best ROI of any channel in your marketing mix. Regardless of industry and even though there is more noise in the inbox and more apps for consumers to juggle, email continues to prove itself as the best one-to-one communication channel for brands and most preferred by consumers.

But marketers continue to struggle with email. Whether it’s sending the same email to all our subscribers, not authenticating our domains, designing campaigns for consumers of yesteryear, being blatantly too personal, not using the right data to effectively personalize email content, not testing, not mixing up our email tactics, or simply living up to averages, we stumble all the time with this channel.

Join Michael Barber as he explores 45 of the best and practical ways to improve your email campaigns, challenges your email conceptions, and shows you just why this channel continues to be vitally important for marketers.

We’ll focus on intermediate to advanced information. Plus, you’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises, and personalize the information you learn to your company or brand.

At the end of this workshop, you’ll be able to:

Understand why email still matters to you and the people you’re trying to reach